Date: 11/10/2012
Author(s): Armelini, Guillermo; Villanueva Galobart, Julián
Document type: Non-refereed article
A Nike usou o recurso mais uma vez. Durante a final da Copa da UEFA de futebol de 2012, levou ao ar um comercial de TV no qual talentos promissores entravam em campo contra grandes estrelas do esporte, anunciando que "Minha Hora Chegou". Uma versão mais longa, com conteúdo interativo, pode ser assistida no YouTube. O vídeo recebeu 9 milhões de acessos ...
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Date: 04/2012
Author(s): Armelini, Guillermo; Villanueva Galobart, Julián
Document type: Non-refereed article
Ever since the birth of web 2.0, consumer-controlled, Internet-based technologies, such as blogs, social networking sites, and wikis, have been forcing firms to reconsider their marketing strategies. First, as many studies have shown, younger consumers watch less television as other screens compete for their attention, leading to substantially lower ...
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Date: 16/02/2012
Author(s): Villanueva Galobart, Julián; Ziskind, Julie Michelle; Armelini, Guillermo
Document type: Case
The case analyzes Coca-Cola Spain's use of social media and Web 2.0 to reach audiences that are no longer tuning in to mass media. It also discusses the similarities and differences between various social media platforms and the ongoing evolution of online marketing.
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Date: 15/06/2011
Author(s): Armelini, Guillermo; Villanueva Galobart, Julián
Document type: Non-refereed article
Social media have rapidly gained share and attention among all kinds of consumers and companies, often at the expense of traditional media. Companies have started to redefine key aspects of their marketing mix. With advertising and online word of mouth competing for shrinking marketing budgets, many companies regard having an active presence in social ...
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Date: 12/2010
Author(s): Armelini, Guillermo; Villanueva Galobart, Julián
Document type: Article in Journal (refereed)
In this paper we examine the extent to which word-of-mouth communication (WOM) plays a complementary and/or substitute role with regard to advertising. A review of the existing literature reveals the main similarities and differences between these constructs. We also examine the conditions in which a social contagion process is most likely. Specifically, ...
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Date: 15/04/2008
Author(s): Armelini, Guillermo
Editor(s): EBCenter - e-business Center PwC&IESE
Document type: Opinion
Corporate blogs are becoming a standard item, but some companies use them irresponsibly. The end result is that potential benefits are squandered due to loss of credibility. The latest such incident occurred when an independent blog dedicated to questioning patents was actually being generated by Cisco Systems.
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Date: 12/2007
Author(s): Villanueva Galobart, Julián; Armelini, Guillermo
Editor(s): EBCenter - e-business Center PwC&IESE
Document type: Opinion
Thanks to its 55 million users, Facebook has become the target of advertisers, who are anxious to break into this potentially huge market. The website created by Mark Zuckerberg has decided to respond to this demand with an advertising system that has created high expectations in the advertising sector as well as an important debate regarding privacy ...
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Date: 06/2007
Author(s): Villanueva Galobart, Julián; Aced, Cristina; Armelini, Guillermo
Collaborator(s): EBCenter - e-business Center PwC&IESE; Editor(s): Puig, Cristina
Document type: Study and Monograph
Internet está inmersa en la era web 2.0, la web social y colaborativa por y para los usuarios. Esta participación supone un cambio importante en el modelo comunicativo tradicional que hasta ahora se ha considerado la base de la teoría de la comunicación. Los elementos necesarios siguen siendo los mismos: emisor, receptor, mensaje, canal y código. Pero ...
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Date: 10/05/2007
Author(s): Armelini, Guillermo
Editor(s): EBCenter - e-business Center PwC&IESE
Document type: Opinion
The tables have turned on the Internet: power has moved from the supply side to the demand side. The so-called Web 2.0 tools have underscored this trend even more, as evidenced by the recent episode involving Digg, an online service where users can post Internet news items that they want to share with the rest of the community. Digg’s management decided ...
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Date: 05/2007
Author(s): Villanueva Galobart, Julián; Armelini, Guillermo
Collaborator(s): EBCenter - e-business Center PwC&IESE; Editor(s): Tatge, Larisa
Document type: Study and Monograph
Word of mouth (WOM) is one of the most ancient and effective communication tools in the history of humankind, and its importance as a marketing tool has been growing during recent years.
In this work, we analyze what we consider to be the key issues in implementing a marketing strategy that incorporates WOM. In doing so, we split the analysis into ...
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